The new billboards include 30 digital displays on freeways across the Valley. The company also added billboards around Arizona State University and next to University of Phoenix Stadium.

“I think we will be highlighting the difference between our inventory and our competitors. We don’t have as much but we have better locations,” Butler said.

In a separate deal earlier this week, Branded Cities Network, a division of Phoenix-based El Media Holdings USA, LLC, got rights to the world’s largest digital billboard in Las Vegas. The full motion LED structure is over 18,000 square feet, measuring 60 feet high by 308 feet wide.

Sports fans have been playing an active role in determining the sports coverage displayed on digital billboards, thanks to a two-week interactive campaign from Baton Rouge-based Lamar Advertising, New York-based ADstruc and Bleacher Report.